Bacardi launch ‘Untameable’ Marketing Campaign

We don’t usually report on new adverts but Bacardi have rolled out a new marketing strategy, focusing on the brand’s “irrepressible spirit” and its 150-year history going back to 19th Century Cuba, so we thought we had to share it.

The rum brand is launching a new global campaign based around the line, “Untameable since 1862”, along with a new visual identity and typeface inspired by the Cuban Art Deco style of Bacardi’s former sales office in Havana.

A visually stunning global TV ad, called ‘Procession’, shows actor Jordi Mollà walking through different crowds representing historical events, with a voiceover by Harry Potter star Jason Isaacs.

The advert certainly is cool so we thought we would share it with you all.

“Bacardi is known for its passionate drive, regardless of circumstance, convention or expectation” says Dmitry Ivanov, senior global category director of rums for Bacardi (Great job to have)

“This campaign ushers in a new era for Bacardi rum, with a deeper focus on its provenance to showcase the unfailing determination of the Bacardi family and invites consumers to share in it.

“This idea infuses the Bacardi brand with the authenticity of its origins, celebrates the incredible quality and craftsmanship of our rums and showcases a universally resonant attitude.”

And with the Facundo rum hitting shelves this month in Miami and New York, we have a feeling 2014 will be a big year for Bacardi.

Enjoy the global advert here



  1. Where can these posters be purchased? As the daughters of Cuban Exiles the context of these posters have strong meaning to us. We would like to buy them and frame them in our homes.

  2. Hi Geysa, We aren’t sure where you can buy them from but it may be worth emailing / Tweeting Bacardi to see if you can get hi-res images which you can then download and print.

    They do look amazing and would make great posters

Comments are closed.